Competitor Map
Schema Doc
Working document · yours to extendLive walkthrough included
SprintCadence ·Fixed-scope sprint
A competitor map your strategy and creative layers can actually run on.
A sprint covering direct, adjacent, and surprise competitors with market sizing and channel saturation. Closes with a structured Competitor Map every downstream layer reads from.
Inside the Dynamic Intelligence layer of the Dynamic Ad operating system. Run as a wedge, or with the full stack.
Buyer trigger
Slot · The Category-Shift OperatorSignal · Active
The Category-Shift OperatorThe category moved. Adjacent players entered the channel, a surprise competitor appeared in the funnel last cycle, and the angle library is still pointing at the old positioning. The competitive read needs to be re-cut against where the buyer actually decides today.
Signals firing the engagement
A surprise competitor appeared in last quarter's win-loss data and the team has no read on them
Direct competitors shifted positioning, your messaging has not been re-anchored against the new posture
Channel saturation feels different than last cycle and ad-platform CPMs confirm it without explaining it
Competitor Map. Direct, adjacent, surprise. Sized, saturated, structured.
A structured map of direct, adjacent, and surprise competitors with market sizing, channel saturation, and creative posture documented per player. Engineered for Strategy and Ad Engineering to read directly.
How the sprint runs.
Working access · time-boxed cadence · operator-led
Phase 01 · Intake
Buyer frame and competitor seeds
Buyer decision frame confirmed against your CRM, win-loss data, and customer interviews where available. Working session with the head of growth, sales lead, and a customer-success partner agrees the initial competitor seed set across direct, adjacent, and surprise tiers.
Phase 02 · Research
Surface scrape and sizing
Competitor surfaces, ad libraries, organic content, and channel posture captured at the source. Market sizing built bottom-up from observable demand signals. Channel saturation indexed per surface.
Phase 03 · Synthesis
White-space and posture mapping
Competitor postures clustered, claim hierarchies mapped, white space ranked. Findings triangulated against your blended performance and platform-reported CPM movement.
Phase 04 · Delivery
Competitor Map and walkthrough
Competitor Map delivered as a structured working artifact. Live walkthrough with strategy, creative, and revenue leadership. Map is version-controlled and built to refresh on a quarterly cadence.
Questions buyers ask before scoping Competitor & Market Model.
How many competitors do you cover?
Typically 6-10 direct, 4-6 adjacent, and 2-4 surprise competitors, scoped at intake against your category structure. Coverage prioritises the players actually appearing in your buyer's decision frame, not an arbitrary headcount.
How do you handle private competitors with no public data?
Surface scraping (ads, organic, product pages), creative-library inspection, indirect demand signals, customer-interview triangulation, and category expert interviews where private data is otherwise unobservable. Every claim is sourced and dated.
Does this include creative analysis?
Creative posture, claim hierarchy, format mix, and rotation cadence are documented per competitor. Full angle-library construction and creative direction are scoped under Dynamic Strategy and Ad Engineering, not this sprint.
Can the Competitor Map refresh on a recurring cadence?
Yes. The Map is engineered for quarterly refresh. Many buyers run the initial sprint, then engage on a lighter quarterly read once the structure is in place. Re-running the full sprint is also available where the category shifts materially.
Scope the Competitor & Market Model. Competitor Map at close.
Fixed-scope sprintSourced and datedCompetitor Map on close
After the sprintThe Strategic Read.Pair the Competitor Map with audience, market, business, and brand as one integrated brief.Other engagements under Dynamic Intelligence
Each is sold standalone or stacks with the others into a single foundational build.